Why Organic Sharing will be Key in 2026: Quotes from Hello Merge Tag

One of the most powerful things that happens online isn’t an ad, an influencer post, or a high-budget campaign. It’s when a regular person shares something they genuinely believe in.

That’s the heart of relational organizing — “friend-to-friend” sharing — a strategy the Empower Project has championed for years.

As Amanda Brink, Empower Project’s Executive Director, puts it:

“We’re banking on the fact that the messenger matters more than the message.”

In a recent episode of Hello Merge Tag, hosted by digital storyteller Josh Klemons — founder of Reverbal Communications — Tudor Mihailescu, co-founder of SoSha, and Amanda of Empower Project explained why everyday people are becoming the most trusted messengers online—and how Empower Project and SoSha are proving it with real data.

(You can watch or listen to the full episode on YouTube or Josh’s website.)

Key Takeaways: 

“The most powerful form of engagement online is when a regular person posts about something they truly believe in. It drives more clicks and more trust than any ad or influencer.” — Tudor

This is why organic sharing works: people trust their peers. A real story from a real person outperforms most paid content.

“In an attention economy, volume matters more than saying the perfect words.” — Amanda 

Organic sharing isn’t about writing the most polished copy — it’s about more real people speaking up, more often. Authenticity beats perfection.

“We’re seeing a commodification of social networks. People use different platforms for different purposes — there’s no one tool anymore. You have to follow your supporters where they go.” — Tudor

There’s no single platform where everyone hangs out anymore. Supporters are spread across Instagram, TikTok, WhatsApp, Signal, and more — so organizers have to meet them where they are.

“Regular, everyday people are willing to go direct-to-camera and tell their own story — not just professional influencers.” — Amanda

People want to share what matters to them. You don’t need celebrity creators — you need community members who feel supported and heard.

“Clicks are still happening — just in different places. Private spaces like WhatsApp or Signal have double the click-through rate of public social platforms.” — Tudor

Many assume social media “doesn’t drive clicks anymore.” The truth? Clicks have simply moved to more private channels — where people trust the content that are being sent by their own friends and family and want to know more about the things they’re interested about. 

Why This Matters

When everyday supporters have tools that make sharing easy — and organizations can track what content resonates — organic social becomes one of the most powerful drivers of trust, engagement, and real-world action.

Chat with us today to learn how to empower your community to share your organization’s key moments—with SoSha.

Written by Areti Livanos, Social Media Lead at SoSha.